Workers, Customers Feeling More Holiday Stress

MARCIA HEROUX POUNDS BUSINESS STRATEGIES

A few weeks ago, I was inside a department store in Boca Raton's Town Center for less than a minute when perfume-waving sales people attacked me.

Quickly exiting the department store, I sought safety in a smaller shop. But no! The sales people were coming at me left and right: "Try this? Can we help you with anything today?"

One even apologized for her assertive posture: "You know how the economy is," she said, shrugging.

It's the old adage: You can't find anyone to help you when you're looking. When you're not, they're all over you.

This week, with just five shopping days left until Christmas, the mood seems different.

Shoppers almost look like they're sleepwalking through the stores. They seem tempted only by the best of bargains or are driven by desperation to get over with the whole affair.

The holidays are usually a stressful time for retail employees and for customers. This year is even tougher, with retailers trying to discount their way out of disastrous annual sales and many customers simply not in the mood to shop.

"Because of the September incidents, there's a lot more anxiety by employees as well as customers," said Roberta Nedry, president of Hospitality Excellence Inc., a Fort Lauderdale consultancy that advises companies on customer service.

In selecting gifts, customers want "a little more reassurance" in their purchases this year, Nedry says.

Retail employees need to listen and connect with customers as much as they can in the mad rush of holiday shopping.

"One of the greatest techniques is listening and empathy. Listen to the lady who has this huge list of what she's looking for. Look in her eyes and make contact," Nedry suggests.

Too often store employees presume what a customer wants and interrupt. That's just frustrating for the customer who really wants help.

Customers also may be more impatient than usual. "Don't take it personally," Nedry says to retail employees.

In this stressful year for our nation, "people are wanting a more simple way of doing things," Nedry says.

Try to make life easier for the customer. Stores should ask employees for their ideas about what might be helpful to customers.

When she was shopping recently with her baby, Nedry says, she appreciated that an employee volunteered to help her out to her car with her packages. Stores might designate certain employees as "runners," she said.

Retailers also need to be careful about security, and many have increased the number of guards on hand. But security people also need to be trained in customer service principles, Nedry says.

"Even if it's a reassuring smile. They don't have to give up being firm or official," she says. "The idea of security is to offer reassurance, not scare people."

If hiring temporary workers for the holiday season, pair them with more knowledgeable workers. Also, give the new workers a Top 10 list of answers to questions customers are likely to ask, she said.

If particularly busy, be realistic with the customer. Don't say "I'll be with you in a minute" if you mean 20, Nedry advises.

Acknowledge the customer even if you can't help her immediately. That's preferable to ignoring the person. "Say, `Sir or Ma'am, we'll get to you as soon as we can. We hope you'll be patient with us.'"

This is especially important in a year when customers have the upper hand, Nedry says. "Because of their anxiety, their patience will be less. They'll say, `I'm going to go somewhere else.'''

At the same time, customers should recognize that employees also might be anxious. "We all need to have a little extra understanding of each other," Nedry says.

Marcia Heroux Pounds can be reached at mpounds@sun-sentinel.com or 561-243-6650.